Sage Brings In Bite To Boost Global Brand

NEWCASTLE, UK--Sage Group is hoping to build a stronger global brand presence after calling in Bite to oversee its group communications activity.

The FTSE100 UK software group hired Bite following a competitive review that featured three other firms. The business is estimated at a low six-figure sum, and focuses on the group's global corporate communications, which includes markets in Europe and the Americas.

Sage's global PR account was previously overseen by Red Consultancy. Group PR manager Jennie Whitell told the Holmes Report that Sage is now aiming to shift its communications focus following the end of that contract, in line with a new approach overseen by Amanda Jobbins, who joined the group as its first CMO last year.

"We had a fresh look at what we were doing at a global level," said Whitell, noting that company is "becoming more centralised at a communications level."

"We obviously have a presence in certain countries, but it’s not all pulled together under one branding," added Whitell. "This will develop more of a global identity for Sage."

Accordingly, she said, Bite will help drive a more content-rich global PR programme that aims to unify the group's communications with its various local market operating companies.

The campaign hopes to enhance Sage’s corporate and brand reputation, focusing on small business and mid-market audiences. Bite will also lead efforts around the Sage ‘Business Index’ report and will run a dedicated analyst relations programme.

“Part of our brief is to transform the way people think about Sage and to ensure the brand stands out in a way it’s not done before on a global stage," said Bite EMEA MD Kath Pooley.

Bite will work alongside 33 Digital, which already oversees Sage's digital content. Bite's group-level account does not affect local market Sage relationships, such as Marlin's role as UK agency of record.

Sage reported organic revenue growth of two percent for its 2012 fiscal year, with weaker perfomance in some European countries offset by stronger trading in North America and emerging markets.